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Diesel present #Dieselreboot campaign

Diesel and Nicola Formichetti present their Fall/Winter 2013 #Dieselreboot campaign, which enlists a new generation of brand ambassadors.

#Dieselreboot is Formichetti’s first project as artistic director of Diesel: over the past few months Diesel have announced its presence on Tumblr (dieselreboot.tumblr.com) gathering a community of fresh creatives both on the platform as well as hosting real-world "Tumblr meet-ups". Since then, Diesel has championed the work of these up and coming talents, challenging them with creative missions, and publishing selections of their works in international media and projections of artworks in some capital cities in the world.

Formichetti's new approach of creativity is now the inspiration of Diesel's F/W13 campaign focused on some of the brand's key themes such as freedom, originality, and bravery. The cast is composed of 18 diverse characters including a pink-haired graffiti artist from the Bronx (Michelle Calderon), a Japanese actress (Kiko Mizuhara), an electro-house DJ (Bob Rifo) and the female Olympian turned male super model (Casey Legler). Each person photographed was self-styled in Diesel denim and leather - the brand staples - customized by Nicola Formichetti.

Nicola Formichetti commented: "The idea for this campaign was to merge the classic portrait photograph with the new heroes of today's generation: the digital influencers and creators. Visually, I wanted to highlight the individual beauty of our community. It was less about capturing fashion and more about getting an insight into these people's souls."

Formichetti selected Inez and Vinoodh to shoot the campaign, due to their vision of art and fashion’s timeless beauty. The campaign will be brought to life in print and digital, as well as through events, all of which will support and search for new talents in creative and unexpected ways.

Formichetti selected Inez and Vinoodh to shoot the campaign, due to their astute vision of art and fashion’s timeless beauty. The campaign will be brought to life in print and digital, as well as through events, all of which will support and search for new talents in creative and unexpected ways.